The True Genius Behind Apple TV+’s Severance Pop-Up: OOH Campaigns in 2025

In recent years, the art of out-of-home (OOH) campaigns has faded. 

Drawn in by the shiny allure of social media, brands have become almost solely reliant on social media-based campaigns. These campaigns, which typically feature the influencer of the moment and a personalised hashtag to foster user-generated content (UGC), were once on the cutting edge. 

Nowadays, however, they’re old news. 

Such old news, in fact, that some brands are taking to classic OOH activations to drum up excitement; returning to an old form that hasn’t been shown enough love of late. 

Apple TV+ showed us the magic behind a truly great OOH with their recent “Severance” activation. The stunt generated boundless online buzz, dozens of press articles, and plenty of excitement for the show’s upcoming season. 

So, how did Apple TV+ do it? What is the true magic behind successful OOH campaigns? 

Read on to find out. 

THE AGE OF THE OOH CAMPAIGN

The beauty of OOH campaigns has been forgotten, stomped out by the rise of social media. 

The majority of campaigns consumers see nowadays are on their phones, with the occasional brand splashing out for a billboard or brief PR stunt. It is rare to see a brand truly lean into an OOH, as Apple TV+ has done with its Severence activation. 

@pizzagirllex

This is some next level tv show promotion fr #severance #appletv #marketing #adamscott #brittlower #zachcherry

♬ Main Titles – Theodore Shapiro

Set in Grand Central Station, New York, Apple TV+ created a mock “macrodata refinement” for three hours right in the middle of rush hour. For those who aren’t fans of the show, this is a prop from its first season, which is essentially a large glass cube with a mini office placed inside. 

Over the afternoon, actors from Severance appeared inside the cube, completely in character. They played out an entire scene, ignoring the growing crowds around them. The result was a scene peculiar and eye-catching enough to stop hundreds of busy New Yorkers in their tracks. It felt like a perfect slice of the show, almost as if consumers were witnessing an episode of the popular show. 

The true magic of this activation lies in its unique nature and in-universe feel. 

THE MAGIC BEHIND APPLE TV+’S STUNT

Truly no-one was expecting Apple TV+ to create such a stunt. Consumers have become so accustomed to social media campaigns that an OOH activation such as this automatically generates ample amounts of online buzz. As such, it generated excitement and awe in not merely fans of the show, but anyone who walked past it. 

@salivaplaths

okayyyy apple tv marketing 😍😍 #severance

♬ Main Titles – Theodore Shapiro

What took it to the next level, therefore, was the way the activation perfectly fit within Severance’s universe. The show is set in a dystopian world where workers at Lumio Industries are required to split themselves into Inners (their presence at work) and Outers (their presence at home). By using a set from the show, and placing it in a location where passersby could peer in and observe the cast, the stunt accumulated an eerie feel; very much aligned with that of Severance itself. 

As such, fans of the show were delighted and the uninitiated were served a perfect slice of what they could expect from Severance season 2. 

The stunt was OOH perfection. Exciting, bold, and a perfect advertisement for its product. 

ARE OOH CAMPAIGNS THE FUTURE OF MARKETING?

Apple TV+’s Severance stunt is indicative of a broader trend across the industry. 

Whilst the OOH activation has greatly declined in popularity, the past year has seen a sprinkle of brands reigniting the form; evidence that it is sure to be on the rise in 2025, especially after Apple TV+’s success. 

Boots, Jacquemus, and Audible all released incredible OOH activations recently, enamouring audiences and breathing new life into the form. 

@global

We’re gonna need a bigger billboard! Make more room for beauty with @Boots UK 💄💅🛁🪮 #Global #Billboard #OOH #Advertising #Beauty #BeautyTok #Waterloo #London

♬ sail away (instrumental) – lovelytheband

Boots delighted consumers with a series of grand billboards across London, each featuring larger-than-life versions of its most popular products accompanied by the message “beauty’s biggest billboard”. One billboard in Westfield, White City, was even equipped with a fully functioning perfume bottle, which sprayed consumers as they strolled by. 

The result was a playful, bold, true-to-brand activation indicative of all that OOH campaigns can achieve. 

@wwd

“Do you want to win?” fashion journalist @LoicPrigenttiktok called out to the crowd assembled under the domed conference room for a bingo night organized by Jacquemus. Espace Niemeyer, the funky headquarters of the French Communist Party in Paris, was host to the event Thursday night that incited materialist proclivities. Read more at WWD.com — #linkinbio Report: @milessocha Video: @jdiderich, @Jacquemus #jacquemus #lotterie #tiktokfashion

♬ son original – WWD

Jacquemus is known for its quirky and eye-catching OOH activations, but its Paris stunt in December 2024 truly exceeded expectations. 

Held in Espace Niemeyer, the beautiful and bold headquarters of the French Communist party in Paris, the luxury brand held an invite-only Bingo night. Up for grabs were an array of Jacquemus products, and a 2000 euro shopping spree. The game was spirited and fashion-focused, with host fashion journalist Loic Prigent sharing fashion tidbits in between pulling numbers 

The event was unique, bold, and perfectly fit within Jacquemus’ quirky personality, showing the true range of OOH campaigns. 

@yesimglowy_

Hop on the tube this Blue Monday and listen to some relaxing @Audible classics at King’s Cross station. #londonpopups #bluemonday

♬ my lips like sugarrrrrrr – keize

Finally, Audible made headlines this January with its OOH activation at King’s Cross station. 

Timed to land perfectly on Blue Monday (known across the United Kingdom as the most depressing day of the year), the activation recreated a perfectly calm Tube carriage so consumers could enjoy a moment of peace. In celebration of Audible’s well-being content, the tube carriage was donned in cherry blossoms and Audible’s signature colours, inviting commuters to take a moment away from their busy lives and indulge in some calm. The carriage played excerpts from texts such as Atomic Habits, The Healing Power of Nature, and A Quiet Life in Seven Steps, elegantly advertising Audible’s offerings. 

OOH CAMPAIGNS IN 2025

Ultimately, 2025 is the year of the OOH campaigns. 

As seen by Apple TV+’s success, and that of Audible, Jacquemus and Boots, OOH campaigns are exactly what modern consumers crave. Out-of-the-box campaigns such as these organically reach wider audiences than their social media counterparts, as they stand out against the crowd. 

Campaigns that purely rely on social media have become severely overdone. Consumers want something that will stop them in their tracks, delight their senses, and surprise them. Whilst social media campaigns were able to fill this role initially, they have now become old news. Paving the way for more traditional formats such as OOH campaigns. 

At the end of the day, consumers want something new, exciting, and experiential. OOH activations are just what the doctor ordered.

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